WYK Digital
Case study
Meta (Facebook and Instagram) advertising strategy and campaign management
Digital marketing bootcamp training
WYK Digital is a not-for-profit organisation delivering free digital skills training to support diverse talent into digital careers. Supported by the King's Trust, Department for Education (DfE) and the Greater London Authority (GLA), WYK has helped hundreds of young people launch careers in digital marketing since 2020.
WYK’s innovative bootcamps include live campaigns for real businesses, giving students (WYKers) valuable hands-on experience and a case study they can showcase in job interviews.
WYK Digital needed support generating leads for its skills bootcamps. The goal was to recruit young people from underrepresented communities for its Digital Marketing, SEO, and CRM programmes running from October 2023 to March 2024.
The work
Meta ads strategy and campaign management
The first step was to add the pixel on WYK Digital's website and create a new Business Portfolio within Meta Business Manager for WYK.
Next, I developed tailored media plans for each campaign, including audience research to support ad targeting. This was followed by ad creative development and writing copy, all designed to resonate with WYK Digital’s target audience.
Each campaign included A/B testing across creatives, copy, and audience segments to optimise performance. Campaigns were launched quickly to meet intake deadlines and adjusted based on real-time performance data.
“Sarah is a fantastic spirit guide for any business looking to leverage the power of performance marketing. She has supported WYK with the strategy, planning, build & execution of multiple campaigns. Her insight and knowledge were invaluable and we couldn’t recommend her services enough.”
The results
With a budget of £5,000 across 6 Meta lead generation campaigns, the results were impressive:
- 1,843 leads
- 235,332 reach and 669,029 impressions
- The average cost per lead was £3.49, which is great as the average for the industry is £18.
Each programme cohort was filled successfully with the support of these campaigns, ensuring WYK could continue training and supporting hundreds of young people through its bootcamps.
The work
Digital marketing bootcamp training
Alongside running WYK’s Meta campaigns, I also delivered Meta Ads training for WYKers on their Digital Marketing bootcamps. This training covered:
How Meta ads work
Meta ads strategy
Campaign setup including audience building
Creative and copy best practices
Interpreting and optimising campaign data
As part of their learning, WYKers worked in teams to plan, build, and launch their own Meta ad campaigns. I supported them throughout this process, ensuring they understood both the technical and strategic sides of running effective paid social campaigns.
“We love having Sarah as part of our team, she is very professional and knowledgeable about all things Social Media.
Sarah is very engaging and she makes sure that all the trainees are clear on what is being taught. Part of our programme entails the young people planning, building and launching their own campaigns on the Meta platforms - Sarah has connected with each of the teams on our programmes to support and guide them through this process.
The feedback from our trainees has been excellent and I would not hesitate to recommend Sarah to anyone who is looking for support, training and guidance with their social media.”
The results
Over 400 young people successfully planned, built and launched Meta campaigns for real test clients, covering awareness, engagement, traffic and lead campaigns. The WYKers graduated from the programme, with many going on to secure job interviews and start their careers in digital marketing.
“Sarah has been delivering training and paid social campaigns for WYK over the last two years. I can’t speak highly enough about her as a professional, as a trainer and as an all round amazing human.
She’s been instrumental in helping WYK to train over 400 young people, many of whom are from underrepresented backgrounds. Her guidance and support has directly led to 100s of young people launch careers in digital marketing.”
Find out how Social Jooce could help your service-based business thrive online.